This study is to compare and evaluate the estimating method of WTP(willingness to pay) for the valuation of oceans and fisheries resources with non-market goods characteristics using contingent valuation method. In general, when estimating parameters of the WTP function, we should take into account the assumption of probability distribution, inclusion of covariates, method of inducement of payment, and the treatment of 0 payment intention and resistance responses. This study utilizes survey data that was used to estimate the value of fisheries resource protection zones, with a total of 1,200 samples. The main results of this study are summarized as follows: First, the final willness to pay amount is estimated at a statistical significance of less than 1 percent, and the distribution of the final willness to pay amount is from ₩6,926 of the double bounded dichotomous model to ₩10,721 of the spike model. Second, the willness to pay amount based on assumptions about the normal and logistic probability distributions are estimated to be ₩9,429 and ₩9,370 respectively, so there was no significant difference. Third, the willness to pay amount of the single bounded dichotomous model and the double bounded dichotomous model are estimated to be ₩8,951 and ₩6,926 respectively, making a relatively large difference. Fourth, the willness to pay amount of the model without covariates and the model with covariates are estimated to be ₩9,429 and ₩8,951, respectively, so the willness to pay amount is underestimated when the covariates are included. Fifth, the Spike model that considers zero payment intention and resistance response estimates ₩10,405 as the highest payment in this study. Finally, the CVM analysis guidelines proposed by the Korea Development Institute (KDI) are estimated to be ₩9,749 and ₩10,405 respectively, depending on including no covariates and with covariates. Compared to other models, the final willness to pay amount is not estimated underestimated. Therefore this study suggests the use of KDI's guidance under government public policy projects. In view of these results, the estimating model for willness to pay amount model will be selected by considering the sample size, the suitability of the model, the sign of the estimated coefficient, the statistical significance, the ratio of the zero payment intention and the payment rejection. And, for CVMs on government public policy projects, it is desirable to estimate by the method proposed by the KDI.

본 연구의 목적은 응답자의 사회ㆍ경제적 상황에 따 른 산림경관에 대한 지불의사금액의 차이를 구명함에 있다. 이를 위해 통계적 기법을 활용하여 사회ㆍ경제적 상황에 따른 지불의사금액의 차이를 분석한 결과, 산림 을 접할 때 가장 높은 금액을 지불할 의사가 있는 것으 로 나타났다. 그리고 남자보다는 여자가 더 높은 지불 의사금액이 나타났으며, 전문직, 자영업 등 경제적 여 유가 있는 직업보다는 생산직, 공무원 등과 같이 시간 적 여유가 있는 직업에서 높은 지불의사금액이 나타났 다. 그리고 연령에서는 은퇴 후인 60대에서 산림경관에 대해 지불할 의사가 낮은 것으로 나타났다. 가구당 소 득에 있어서는 소득이 증가할수록 지불의사가 증가하는 경향을 보이고 있으나 1,000만 원 이상 고소득층에서는 오히려 지불의사가 가장 낮게 나타난 점이 흥미롭다.

The purpose of this study is to analyze the amount of willingness to pay for environment-friendly agricultural processed foods by the level of consumption intention. To accomplish the objective of the study a consumer survey was conducted for quantitative analysis regarding consumption pattern. The ordered-probit selection model, Heckman-type two-stage method was employed for an empirical analysis on determining the amount of willingness to pay. The estimation results showed that in the case of consumers who are to keep their consumption at the present level, those with high quality contentment compared to price, brand contentment, and purchasing chiefly in the special store, have the higher amount of willingness. The estimation results also showed that in the case of consumers who are to increase their consumption, those with high quality contentment compared to price, brand contentment, certificate contentment, and having family members who suffer from diseases such as atopy, cancer, diabetes, high blood pressure, have the higher amount of willingness. Therefore For those who are to increase their consumption, enhancement of quality, enhancement of contentment with certificate, promotion are useful to increase the amount of willingness to pay.